Slowing down has become an ideal. Like most ideals, it is rarely realised these days but VCCP Blue and UK ready-meal brand, Charlie Bigham’s, have recognised its appeal. Their new campaign presents the ideal of slowing in all its glory – from visuals to (actor, Hugh Bonneville) voiceover…to product.

The campaign strategy stems from Charlie Bigham’s belief that good food should never be rushed – something that is reflected in how the brand sources, prepares, and cooks its meals, while it reflects the broader insight that, in a world driven by efficiency, there is a growing desire to slow down. 

Slowly Does It, created by VCCP Blue creative director, Jade Sturman, builds on the success of the previous Handmade in My Kitchen, Cooked in Yours platform, that spotlighted the founder, Charlie Bigham himself, and the story behind the brand, for the very first time. The hero commercial, directed by Jared Clayton through production company, Academy Films, was made in collaboration with VCCP’s global content creation studio, Girl&Bear.

Patrick Cairns, chief executive officer at Charlie Bigham’s, stated, “This new campaign is the next step on our brand journey. After establishing Charlie’s story with our previous work, Slowly Does It brings to life our fundamental philosophy that good food should never be rushed. As consumers increasingly value the things worth slowing down for in a fast-paced world, we are confident this long-term platform will differentiate us in the aisle and drive our next phase of growth.”

David Boscawen, vice chairman at VCCP, added,”There is a beautifully simple philosophy at the heart of everything Charlie Bigham’s do: life, like food is better when it is not rushed; take your time and do things properly. ‘Slowly does it’ celebrates how Charlie Bigham’s prepare their food encouraging us to slow down in a world that constantly tells us to hurry up. We are very proud of how this campaign brings that core belief to life.”

The campaign will run across the UK until next summer, covering TV, VOD, social, OOH, radio and PR. 

Credits:

Client: Charlie Bigham’s

Advertising Agency: VCCP Blue
Executive Creative Director: Mark Orbine & Jim Thornton
Creative Director: Jade Sturman
Vice Chairman: David Boscawen 
Business Director: Lee Allen 
Account Director: Lucy Williams
Account Executive: Rory Bartram
Chief Strategy Officer: Max Keane
Planning Director: Devin Ross
Senior Integrated Creative Producer: Giselle Sambrook-Smith

Content Creation Studio: Girl&Bear
Head of Film & Content: Olly Calverley
Producer: Maddy Holmes 
Senior Designer: Tom Widdrington
Artlab Manager: James Perry 
Senior Creative Artworker: Toby Kadir

Production Company: Academy Films 
Director: Jared Clayton 
DOP: Kristof Brandl 
1st AD: James Sharpe
Executive Producer: Simon Cooper 
Producer: Tex Travi 
Production Manager: Esther Rich 

Editing: Trim Editing 
Edit Producer: Jack Lloyd 
Editor: James Forbes-Robertson

Post-Production: Selected Works
Executive Producer: Dan Crozier 
Post Producer: Makilah King 
Colourist: Hannibal Lang
VFX Lead: Al Hamer  

Audio Post-Production Company: King Lear Music & Sound
Audio Producer: Leo Clayton 
Sound Engineer: Dugal Macdiarmid & Ned Sisson 

Media Planning & Buying Agency: Electric Glue